Seaweed-derived bioproducts are increasingly being deployed as an environmentally friendly and sustainable approach to crop management under stressful growth conditions including salinity. The bioactivities of seaweed-derived extracts are linked to the presence of diverse groups of bioactive compounds. In the present study, the phlorotannins present in the seaweed Ecklonia maxima and Kelpak®, an E. maxima-derived bioproduct, were quantified and identified. Three phlorotannins were identified in E. maxima, namely eckol, 2-phloroeckol, and dibenzodioxin-fucodiphloroethol. Eckol (589.11 – 822.54 μg l−1) and dibenzodioxin-fucodiphloroethol (85 – 895 μg l−1) were present in Kelpak®. Phlorotannin bioactivity was investigated in tomato seedlings grown under NaCl-induced salinity stress. The seedlings treated with either individual phlorotannins (i.e., eckol or a fraction containing 2-phloroeckol and dibenzodioxin-fucodiphloroethol) or Kelpak® resulted in a reprogramming of biomass allocation as indicated by an increased root-to-shoot ratio. Phlorotannin and Kelpak® treatments induced the accumulation of antioxidants with an attendant augmentation of the antioxidant capacities and inhibition of membrane damage in the NaCl-stressed seedlings. Kelpak® treatment induced an increase in abscisic acid (ABA) accumulation and phlorotannin treatments lowered the ABA content of the stressed seedlings. These results demonstrated that phlorotannins contributed to the ameliorative actions of Kelpak®. The more potent effects of Kelpak®, in comparison to phlorotannins, in improving dry matter accumulation, ABA content, antioxidative properties, and inhibiting tissue injury of the salt-stressed tomato seedlings may be attributed to the presence of other bioactive components in the Kelpak® product.